Crossing the frontier – the fusion of research, consulting and creativity
René KaufmannGIM, Germany
Godehard WakenhutGIM Suisse, Switzerland
BEYOND THE FRONTIER: MARKET RESEARCH BEYOND ITS INFORMATIONAL ROLE
Let's face it: clients still perceive...
Crossing the frontier – the fusion of research, consulting and creativity
Research still fails to demonstrate how it is actively involved in turning results into strategy, and strategy into action.
